Thesis Anna Katharina
GUERILLA MARKETING
How and by whom are the evolved success factors of the Guerilla Marketing philosophy from the 1980's used today and do they stand a chance in the business future?
Literature based thesis for attaining the Bachelor of Business Administration Degree at Saxion University in Enschede
1st Examiner: 2nd Examiner:
Drs. P. de Heus Dhr. R. Wierda
Study Course:
International Business and Management Studies
Students:
Anna Drüing Isendorf 77 48282 Emsdetten Germany
Katharina Fahrenholz Kalanderplein 1-2 7511HX Enschede The Netherlands
Timeframe:
February – June 2008
GUERILLA MARKETING – OLD PHILOSOPHY WITH FUTURE?
Table of Content
List of Figures…………………………………………………………………………………………..IV Executive Summary……………………………………………………………………………………...V Methodology…………………………………………………………………………………………...VII
1. 2.
Introduction ....................................................................................................................... 1 When did Guerilla Marketing appear and how did it develop?....................................... 3
2.1.
2.1.1. 2.1.2. 2.1.3.
Roots of Modern Guerilla Marketing ................................................................................ 3
Terminology of Guerilla.................................................................................................................. 3 “Guerilla” enters Marketing ............................................................................................................ 4 Guerilla Marketing Philosophers..................................................................................................... 4
3.
How is Guerilla Marketing defined and used today? ...................................................... 7
3.1.
3.1.1. 3.1.2. 3.1.3.
What is Guerilla Marketing? .............................................................................................. 7
Definition
How and by whom are the evolved success factors of the Guerilla Marketing philosophy from the 1980's used today and do they stand a chance in the business future?
Literature based thesis for attaining the Bachelor of Business Administration Degree at Saxion University in Enschede
1st Examiner: 2nd Examiner:
Drs. P. de Heus Dhr. R. Wierda
Study Course:
International Business and Management Studies
Students:
Anna Drüing Isendorf 77 48282 Emsdetten Germany
Katharina Fahrenholz Kalanderplein 1-2 7511HX Enschede The Netherlands
Timeframe:
February – June 2008
GUERILLA MARKETING – OLD PHILOSOPHY WITH FUTURE?
Table of Content
List of Figures…………………………………………………………………………………………..IV Executive Summary……………………………………………………………………………………...V Methodology…………………………………………………………………………………………...VII
1. 2.
Introduction ....................................................................................................................... 1 When did Guerilla Marketing appear and how did it develop?....................................... 3
2.1.
2.1.1. 2.1.2. 2.1.3.
Roots of Modern Guerilla Marketing ................................................................................ 3
Terminology of Guerilla.................................................................................................................. 3 “Guerilla” enters Marketing ............................................................................................................ 4 Guerilla Marketing Philosophers..................................................................................................... 4
3.
How is Guerilla Marketing defined and used today? ...................................................... 7
3.1.
3.1.1. 3.1.2. 3.1.3.
What is Guerilla Marketing? .............................................................................................. 7
Definition